The business districts of Bencheng are full of joy.
On February 17, the reporter learned from the New District Commerce and Investment Promotion Bureau that according to the data of 18 commercial enterprises such as the monitored Golden Ingot Group, Binhai Wanda Plaza, Tianjin Binhai Wuyue Plaza, and SM Plaza, from February 9 to 16 (from the 30th of the lunar month to the seventh day of the first lunar month), the commercial enterprises achieved a total sales of 24.7 billion yuan, an increase of 1. from January 21 to 28, 20237%；A total of 273 passengers have been ushered in30,000 passengers, an increase of 11 from January 21 to 28, 20231%。On February 16 alone, commercial enterprises achieved sales of 29.76 million yuan, an increase of 30% over January 28, 2023; ushered in 3690,000 passengers, an increase of 36 from January 28, 20238%。
"Business+".
Scenario-based marketing brings "traffic" to the business district
This holiday, various supermarkets in Bincheng have replaced the "incarnation" atmosphere group members such as the word "Fu" for the New Year, dolls for the Year of the Dragon, red lanterns, and colorful balloons to create a festive atmosphere for the business district. In order to meet the diversified needs of consumers, various commercial enterprises have also prepared sufficient supplies according to the market consumption situation, created a consumption scene full of New Year's flavor, and continued to gather popularity with scenario-based theme marketing activities to add festive charm to the business district.
In the past few days of the holiday, with the unique charm of the city's "micro-vacation" short-term shopping, Wangfujing Ole New Lufthansa Town, located in the airport economic zone, is full of tourists and is very lively. The reporter learned that around the theme of "New New Dragon, New Year", the town carried out various New Year's gift activities such as full reduction and derogation, which attracted many citizens and tourists from other places to "check in". The data shows that under the effect of "combination punch", the average daily sales and passenger flow of Wangfujing Ole New Lufthansa Town increased by more than 20% and 30% year-on-year respectively, and about 2,000 free parking spaces in the town's parking lot are at full capacity almost every day. A tourist who came to Tianjin from Tangshan, Hebei Province told reporters that there are many brands and discounts here, and you can reduce more if you buy more, which is very cost-effective overall. "We also caught up with the 'God of Wealth Garden' and stilt folk performances in the fifth day of the Lunar New Year, which is a very interesting 'mix' of fashion and folklore. The tourist said.
On the afternoon of the seventh day of the first lunar month, in the atrium of the Eco-City's Jijing Tiandi, the business district specially planned the "Jiwangfu Hall" and "Decoding the Korean Wave Thermal KPOP" activities for the Spring Festival holiday, and the hot and energetic dance brought by the men's and women's groups won bursts of applause from the citizens at the scene. It is understood that in the past few days, Jijing Tiandi has deliberately set up a stage to launch church performances, bringing the public a singing and dancing award. Citizens can not only watch the beauty of cheongsam, enjoy the rhyme of singing and dancing, appreciate the dreamlike ancient dance of the heavenly court, experience the beauty of the classics, but also feel the churning and jumping of the Monkey King and the unpredictable magic of tricks in the monkey show. Mr. Qi, who lives in Ji Jing Hua Ting, said that each age group has a different understanding of traditional culture, and he has to go to the mall every afternoon to take a walk around and feel the new scene-based marketing atmosphere of the mall.
In Tianjin Binhai Wuyue Plaza, in addition to bringing traditional handicrafts such as blowing candy people, painting sugar paintings, and kneading noodles to the public, the shopping mall's rich and colorful folk activities have also brought passenger flow and popularity to the business district. The dragon and lion dance performance on the first day of the first lunar month, the Xiong Daxiong II Theater on the second day of the first lunar month, the New Year's cross talk special on the third day of the first lunar month, the fireplace bonfire on the fourth day of the first lunar month, the "Mazu Running Parade" and "Folk Stilt Performance" on the fifth day of the first lunar month, the New Year's ** party on the seventh day of the first lunar month, and the energetic dance on the eighth day of the first lunar month, etc., have given new expressions to traditional culture. The relevant person in charge of Tianjin Binhai Wuyue Plaza told reporters that interesting New Year's customs activities made many people "unable to walk". "The year-on-year increase in sales during the seven-day holiday is not small, and on the fifth day of the Lunar New Year alone, the passenger flow increased by 164% year-on-year, and the sales increased by 138% year-on-year. The person in charge introduced.
Fireworks are booming
The catering market spends the "Red Hot Spring Festival".
The fireworks in the world are the most soothing to the hearts of mortals. During the Spring Festival, reunion dinners and outings have become the main force of catering consumption, and all restaurants have also joined forces with the catering platform to create a "market" online and offline, effectively activating market potential. The reporter learned from the Meituan platform that at present, there are more than 10,000 scenic restaurants, thousands of must-eat restaurants and nearly 6,000 county-level high-quality stores across the country to participate in the "Year of the Dragon Eating Season" activity of Meituan Food**, and the combination of limited-time seckills, live broadcast explosive products, and New Year reunion banquets is very popular. The mobile boom of visiting relatives and friends during the Spring Festival has also led to the rapid growth of catering consumption. According to the data, 5 days before the Spring Festival holiday, the number of orders for dine-in by many people nationwide increased by 161% compared with last year, and the number of orders contributed by consumers from other places increased by 186%, and the catering industry won the "red Spring Festival" in the Year of the Dragon.
During the interview, the reporter learned that in the new area, whether it is the traditional Tianjin flavor or the innovative fusion of hotels and restaurants, they have ushered in a surging crowd, and the lively scene and the surge in orders have made the operators busy and happy. "We went to the temporary hotel in Tianjin, and when we navigated to the vicinity of the foreign goods market, we saw that the parking spaces in front of his house were full, so we chose here. Since there was no reservation, there was a long queue to eat. After the meal, I felt very satisfied, there were seafood and stir-fried dishes, which could meet the needs of the elderly and children. The oysters are particularly affordable, and the seacucumber with green onion is also very tasty, more delicious than what we eat elsewhere. A tourist from Henan said at the checkout at Yujiazhuang Jianghaihui. The person in charge of the hotel revealed to reporters that there are a total of 50 dining tables in Yujiazhuang Jianghaihui, and there are about 150 orders per day, which obviously shows that foreign tourists can recognize the authentic fisherman's flavor. "Through observation, it is mainly family gatherings that come to us for dinner. The person in charge said that during the Spring Festival this year, the sales volume of the store was more than twice that of usual, and the single-day turnover could reach more than 100,000 yuan at the highest.
It is worth mentioning that the new scene and new model have made the shopping mall gain explosive popularity, and also made the catering enterprises in the business district make a lot of money. Hu Fatzi Youyu Fish and Meat, located in the Eco-City's Wanda business district, is an authentic Hunan restaurant, and it is also the first restaurant in Tianjin that started in Changsha. This holiday, with the two signature dishes of fish head and button meat, the restaurant has gained a lot of popularity. In Tianjin Binhai Wuyue Plaza, a restaurant called Xufu Niu Hot Pot just opened a year ago, and the person in charge revealed to reporters that by the fifth day of the first lunar month, the store was only open for ten days, and it had already set a sales record of more than 5,000 orders. "Wuyue Plaza has launched a variety of interactive activities, creating a vibrant, festive and lively atmosphere, and also bringing an endless stream of customers to the merchants settled in the mall. The person in charge said excitedly that he hoped that everyone could eat the taste of reunion and fireworks in Xufu Niu.
The Spring Festival holiday is an important node to stimulate domestic demand and activate consumption potential. With the upgrading of people's consumption concepts, in order to further attract consumers, this year's Spring Festival, various business districts have made great efforts in terms of atmosphere and emotional supply to meet the needs of consumers for "emotional value". Li Jiwei, vice president of Meituan Research Institute, said that as the "capillary" of domestic economic development, during this year's Spring Festival holiday, consumption in many life service industries such as food, housing, transportation, travel, shopping and entertainment improved, making a good start for the annual consumer market and demonstrating the potential of domestic demand. At the same time, the effect of new consumption agglomeration areas and festivals created in various places in promoting consumption is becoming more and more significant, with a large number of cross-format linkage scenarios such as "catering +" and "cultural tourism +" emerging, and the online and offline marketing methods of the platform are constantly renovated, and the consumer market is expected to continue to heat up in 2024.
*: Ben Thanh Times.